The Budget Babe | Affordable Fashion & Style Blog

Pure Energy to Launch Plus-Size Collection At Target




Los Angeles-based Pure Energy, a trendy plus-size sportswear collection, is set to launch exclusively at Target stores and online at www.target.com this April. Pure Energy will feature an affordable collection of tops, bottoms, dresses and denim with an emphasis on fashionable, stylish trends for plus-size women in plus sizes 1-4 and pant size range from 14-24.

Some say the recession is motivating retailers to expand into the largely untapped plus-size market. I just say it's high time! Props to Forever 21 for leading the charge with their upcoming Faith 21 plus-size line, set to launch in May. What do you think, is the recession behind all this, or are retailers just wising up to what consumers really need and want?

Read the entire press release for Pure Energy after the jump. Hopefully I'll get better photos of the collection soon!

"The inspiration for Pure Energy stems from the lack of fashion-forward, plus-size clothing available in today’s market. With the average U.S. woman being a size 14, it is a hugely untapped market. Pure Energy is focused on providing this customer with affordable, trend-right clothing which not only flatters but also keeps this customer in up-to-the-minute fashions. Working with cutting-edge designers and the support of a retailer the size of Target, Pure Energy will keep its customer in style no matter what the season!

The Pure Energy collection features brightly colored, dip-dye and burnout tank tops, flowing floral skirts and maxi-style dresses, sophisticated nightlife pieces and a variety of in-style denim including skirts, capris and jeans. With this diverse offering, the Spring ‘09 Pure Energy collection will allow its plus-size customer to feel chic and confident in her clothing.

Pure Energy will arrive this April, with delivery into 300 Target stores and will follow up with a larger distribution to 1,000 Target stores in June. Tops are offered in plus sizes 1-4 and pant size range from 14-24. Affordable price points starting at $16.99-$29.99."
Comments
Uh, I hope they offer far more flattering options than what I'm looking at. lol. I don't know any plus-size women who would wear the first two tops (the see-through) ones.
#1 Joann on 2009-03-18 21:08 (Reply)
Looks like every other new 'plus size' upcoming line including Wet Seal's and Forever 21.

Flowy top, requisite jeans.

Props for making clothes for bigger girls but no props for them being boring. That's a no no.
#2 Riana on 2009-03-19 01:15 (Reply)
I just saw the collection in store and it is so cute. I had to buy a maxi dress, full price =(, but it is only $30. I think it much better in person than in the pictures
#3 Carolyn on 2009-04-03 02:05 (Reply)
I purchased two pairs of the Pure Energy Jeans @ Target last week. The deconstructed pair (clearanced @ $20) and a plainer pair.

I LOVE them both. The jean material looks like standard denim, but is lighter weight with a slight stretch. Very comfortable. And the perfect length. I'm a bit shorter, and prefer my jean bottoms to cover my shoe. They fit great in the but and tummy, and then flare nicely starting at calf.

My only concern is the slight difference in fit between the two pairs... the deconstructed one are much tighter and took two days of wear to be completely comfortable. it isn't because of the cut (they have an identical cut) the only thing I could come up with is the treatment the material went thru to be worn so much.

All in all I'm happy. Problem is their out of all designs in my size... and I can't find out if they are getting more in!
#4 Fidget on 2009-12-04 11:57 (Reply)
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